GM Owner Content
This project taught me that how-to videos don’t have to be boring.
The challenge was creating over 60 how-to videos that felt fresh, engaging, and distinct. We started by crafting a unique illustration style, using outline art to balance creativity with budget constraints. To add depth, we incorporated custom sound design and tracks tailored to each category. The result? Over 200 informative and visually cohesive videos, perfectly representing their respective brands. They’re still live today on Chevy, Buick, GMC, and Cadillac’s YouTube channels.
Partner/Copywriter: Justin Jacob
Chevrolet
This version became the foundation of the project. Key criteria included keeping the car model ambiguous to appeal to all owners. To differentiate the five categories—like Technology, Performance, Customer Care, Safety and EV—we created five variations of the same track, each reflecting the category's essence.
The clean, outline-style illustrations ensured the focus stayed on the information, minimizing distractions for these how-to videos. The result was so effective that GM expanded the project to include versions for Buick, GMC, and Cadillac.
GMC
The focus here was to build on what we created for Chevrolet while infusing GMC’s rugged identity. We swapped the vehicles for trucks and SUVs, added deeper bass and powerful drums to the tracks, and incorporated the brand’s signature style and fonts.